You've selected only one factor to talk about. The most basic logical conclusion for an SEO to come up with when it sees a trend is to continue promoting it. And I believe as I stated before, that healthy competition is basically an engine of success and innovation for any project, especially one on the rise.
This is true, but at the same time, the higher the competition, the more difficult it is to circumvent it. Therefore, you need to use many obvious tools, but in your own way. And this is another deal
This is what should be called "first order of business" in every sense of the phrase. Again, making such an ordeal and trying to avoid the competition is going to sink the business. As an end user, I benefit the most from the plurality of companies as it brings both variety, efficiency and quality.